Lionsgate/Summit Entertainment have come under fire over Italian posters for Steve McQueen’s racial drama and current Oscar favorite “12 Years a Slave”.
Chiwetel Ejiofor is the film’s main star and features not only in basically every scene but was the sole person on the quite tasteful American key art which has been used in most global markets.
In Italy though, it’s supporting players Brad Pitt and Michael Fassbender who are being featured front and center in the artwork, the local distributor using their bigger star power to try and draw audiences into the film.
The use of Pitt in particular is questionable due to his role in the film being so small. Ejiofor meanwhile is reduced to a small figure at the bottom, leading to calls of alleged racism in some extreme online reactions. A Summit spokesperson tells the AFP:
“The 12 Years a Slave theatrical posters featuring Brad Pitt and Michael Fassbender that were recently released in Italy were unauthorised and were not approved by any of the producers or licensors of the film.
Summit Entertainment, acting as exclusive sales agent for the licensors, is investigating and taking immediate action to stop the distribution of any unauthorised posters and to have those posters currently in the marketplace recalled.”
Source: One World Magazine